UX Clinic Kano Analysis - Nearsoft · PDF fileUX Clinic. Kano Analysis. ... Satisfaction Coefficient Matrix 2.3. ... Priceline. Fodors Agoda. Orbitz Booking. Trip Advisor Expedia

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Case Study:BidAway

Design Team:Marysol OrtegaDiana ArvayoMiguel MedinaMisael León

Prepared by:Marysol Ortega & Misael León

UX Clinic Kano Analysis


The UX clinic is an initiative made for sharing our design expertise with the community. Using different design methods, our aim is to facilitate planning, exploration, concept generation, early prototype iteration, evaluation, and refinement of websites and applications of people and companies applying for our program.

In this report the design team at Nearsoft compounds findings resulting from utilizing Kano Analysis1, a quantitative research method that measures emotional reactions to individual features of a system. We collected data from potential users to discover which attributes have the greatest impact on customer satisfaction and create new concepts and prototypes for BidAway website.

References1 Martin, Bella, Bruce Hanington. Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions, Kano Analysis, Method #50. Beverly, MA: Rockport Publishers, 2012

UX Clinic Kano Analysis


a. Case Study: Bidawayb. Preliminary Analysis: SWOT Analysis / Benchmarkingc. Design Method: Kano Analysis

1. UX Strategy Blueprintd. Kano Analysis: Our Process

1. Interviews & Questionnairee. Kano Analysis: Results

1. How We Calculated the Results1.1. Tabulation of Questionnaire Responses1.2. Customer Satisfaction Coefficient (CS-coefficient)

2. Global Results2.1. Satisfaction Coefficient Matrix2.3. Satisfaction Potential Double Rank Visualization

3. User Subgroups Results3.1. Early Adopters

3.1.1. Satisfaction Coefficient Matrix3.1.2. Satisfaction Potential Double Rank Visualization

3.2. Late Adopters3.2.1. Satisfaction Coefficient Matrix3.2.2. Satisfaction Potential Double Rank Visualization

3.3. Non-Adopters3.3.1. Satisfaction Coefficient Matrix3.3.2. Satisfaction Potential Double Rank Visualization

f. Recommendations1. Emerging Patterns2. A New Feature: Travel Inspiration

g. Conclusions

UX Clinic Content


BidAway is a website part of the hospitality industry featuring a bidding model. The site offers a wide range of travel and activity packages through exclusive partnerships with best-in-class hotels and entertainment providers; that allows them to transfer the benefits to the users. In many cases hotels prefer to sell rooms at a lower rate and let customers decide the price, rather than leaving the room empty.

BidAway lets users set their own price through an auction process for a chance to win a reduced fare, only paying if the user’s bid is the highest by the time the offer expires.

Case Study BidAway

No handling fee is charged for bidding or winning an auction. If users do not want to participate in the bidding process, the site allows them to buy and book directly (under the same conditions) for a very competitive price.

https://en.bidaway.com/


Case Study BidAway


Prior to selecting a design method, we made a SWOT analysis of Bidaway and its competitors.

SWOT analysis stands for an evaluation of Strengths, Weaknesses, Opportunities, and Threats involved in each service. During this preliminary analysis we noticed BidAway’s website already has an attractive aesthetic concept. The design is strong and visually cohesive, communicating to their target audience the type of high-end services they demand.

We went over 20 competitors sites to detect potential features and then single out the most remarkable ones to test.

Travel ZooThe SuitestHotelesPricelineFodorsAgodaOrbitzBookingTrip AdvisorExpediaBidRoomLuxury LinkSkyAuctionSmarter TravelKayakAuctionPrimaHotelsOnlyBiddingHotwireLateRooms

http://www.travelzoo.comhttp://www.thesuitest.comhttp://www.hoteles.comhttp://www.priceline.comhttp://www.fodors.comhttp://www.agoda.comhttp://www.orbitz.comhttp://www.booking.comhttp://www.tripadvisor.comhttp://www.expedia.comhttp://www.bidroom.comhttp://www.luxurylink.comhttp://www.skyauction.comhttp://www.smartertravel.comhttp://www.kayak.com.mxhttp://www.auction.comhttp://www.primahotels.comhttp://www.onlybidding.comhttp://www.hotwire.comhttp://www.laterooms.com

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PreliminaryAnalysis SWOT & Benchmarking


PRELIMINARY ANALYSIS SWOT Analysis / Benchmarking

HELPFUL HURTFUL

Strengths WeaknessesINTERNAL Advantages the competition does not have Characteristics that are at a disadvantage

Characteristic ofthe website

• The system keep users informed about whatis going on with appropriate feedback andreasonable time

• Customer-centric design & messaging

• Effective calls to action

• Useful and relevant content

• Intuitive navigation and search

• Clear task flow

• Clear structure and navigation

• Aesthetic and minimalist design

• Help and documentation it's easy to find andfocused on the user's tasks

• Onboarding process and FAQ are goodenough to answer initial questions andconcerns

• Lack of responsive design

• Mobile versions are limited. You canregister and bid but payments aren't possible

• Incomplete information of the hotel

• When search doesn't return results thesystem displays an aggressive 404 error

• There's no error recovery. Progress is notsaved, you have to start all over

• Lack of Book now/pay later feature thatcompetitor do offer

• There's no extra services (such as carreservation, flights, activities in town) thatcompetitors do have

• There's no option of comparing offers toother sites (competitors do have it)

• There's no Popular Destinations featurecompetitors do have

• There's no browse-by-theme feature thatcompetitors do have

Opportunities ThreatsEXTERNAL Factors that can aid in reaching a goal Factors that can harm the site functionality

and performance or hinder company's goal

Characteristicsof the

environment

• New technologies to improve userexperience

• Emerging new and untapped markets

• New niches and market segments

• New design trends to better conveymessages

• Emergence of new competitors

• Change of customer purchasing power

• Increase of demand for full functionality ofmobile versions of sites

• Constant upgrade on mobile technology

SWOT Matrix


After interpreting the results from the SWOT analysis, we wanted to detect if the site offered users the information and capabilities they expect in order to make a decision regarding their next vacation destination. As a team we decided to use Kano Analysis to answer strategic questions regarding the features that have highest satisfaction potential among users.

Due its quantitative nature, Kano Analysis provides data-driven insights that guide decision making processes when deciding where to invest design and development resources by measuring the subjective sense of expectation for any given website attributes.

UX Strategy Blueprint

We used the UX Strategy Blueprint to establish a focus point when applying the method:

Challenges ~ The group of sites we benchmarked as reference for our study shared the same kind of functionalities and attributes, so at a first glimpse it would be impossible to single out the most important ones for BidAway’ market scope.

Aspirations ~ By applying Kano Analysis we expected to overcome the challenge of determining which attributes satisfy best users’ expectations when searching deals and offers for their upcoming vacation time.

Focus Areas ~We decided to analyze three key areas were decisive for our scenario: a) Travel deals, b) Search, c) Information Display. We wanted to discern how the decision-making process is influenced by the refinement level of the features that account for those areas.

Guiding Principles ~ By translating users’ subjective emotional responses into quantitative

Design Method Kano Analysis

data we would have a rich groundwork to gauge the desired attributes they expect to find when they are outlining a travel plan.

Activities ~ Kano Analysis requires personal interviews with potential users. During these sessions a predefined three-question survey is applied for each of the features to be tested:

1. How would you feel if this feature was present?2. How would you feel if this feature was NOT present?3. How important this feature is to you?

Measurements ~ Once the answers from the first two questions are cross-referenced produce together a Satisfaction Coefficient Potential Matrix*. The results from the third question produce a Self-Stated Importance Ranking.*

*Statistical outcomes will be explained in detail further in this report.


Among 28 important features we identified, we chose 12 of them to be the main focus of our research:

For each feature we created a wireframe to explain participants how they work.

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Option to bid at Cruise and Hotel AuctionsHotel packages with activitiesRefined searchOption to filter resultsBrowse by destination themeOption to book directly through the siteFull details of facilityReviews / Social recommedantionsRating done by customersAlert me when a deal opens for certain locationTravel inspiration ideasApp and/or full mobile support

123456789101112

x

Kano Analysis Our Process

w


KANO ANALYSIS Our Process

Wireframeszy

7

9

8

10



Wireframes11 12


The responses available to the positive/negative questions were designed in a certain way so that they could provide insights into users’ expectations:

I like itIt must be that way (I expect it)I’m neutralI can tolerate itI dislike it

The facilitator explained and demonstrated the aforementioned wireframes of each feature in a scenario the users could easily relate to.

Then we asked the participants how they would feel if the feature was provided (positive question), and the contraire how they would feel if the feature was not provided, or not fully present (negative question), and how important it is to them within a rank from 1 (not important) to 10 (extremely important).

We conducted one-to-one interviews with 13 potential users selected according to Bidaway’s target audience. For each participant we had two observers taking notes plus 1 facilitator guiding the user through the process.

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Interviews & Questionnaire


The positive/negative questions from the questionnaire enabled us to understand what emotional reaction the user would have when experiencing the feature.

like

Expect

Neutral

Tolerate

Dislike

Like Expect Neutral Tolerate Dislike

Attractive Attractive Attractive One Dimensional

Undesired Unimportant Unimportant Unimportant Must-be



Undesired Undesired Undesired Undesired

NEGATIVE QUESTION (IF FEATURE IS NOT PRESENT)

(IF F

EATU

RE

IS P

RES

ENT)

PO

SIT

IVE

QU

EST

ION

By cross-referencing the answers we got five well-defined categories that can be easily visualized as curves with a very steady behavior over time. The Y-axis is the emotional response and the X-axis the level of sophistication of a feature.

UNDESIRED

UNIMPORTANT

Basic Attractive features trigger delight.

Not including Attractive features doesn’t dissaponint.

Sophisticated one-dimensional qualities trigger satisfaction.

Flawed one-dimensional qualities are disapointing.

The ROI of improving must-have features tapers off.

Not including must-have features is dissatisfying.

Users are ambivalent about unimportant features.

Not including undesired features triggers preferredIncluding undesired features yields dissatisfaction

ATTRACTIVE

ONE-DIMENSIONAL

MUST-HAVE

DISSATISFIED

NOT PRESENT BASICB EST OF BREED

DISSAPOINTED

NEUTRAL

SATISFIED

DELIGHTED

SAT

ISFA

CT

ION

LE

VE

L

SATISFACTION LEVEL


Interviews & Questionnaire


The responses of Kano Analysis should be seen only as a guide. They do not provide exact answers as to which features must be included in the product or which requirements need not be

*For instance, according to this table five users found Feature 1 (Option to bid at Auctions) “Attractive”; Two users found this same feature “One-Dimensional”, and One user found it to be a “Must-Be”.

1.1 Tabulation of Questionnaire Responses

Q01 Option to bid at Cruise and HotelAuctions

Responses 5 2 1 4 1 13

Percentage 38% 15% 8% 31% 8% 100%

Q02 Hotel packages with activities Responses 8 2 0 1 2 13

Percentage 62% 15% 0% 8% 15% 100%

Q03 Refined search by country, region,continent, travel, interest


Percentage 46% 38% 8% 8% 0% 100%

Q04 Option to filter results Responses 3 3 5 2 0 13

Percentage 23% 23% 38% 15% 0% 100%

Q05 Browse by destination theme Responses 3 3 2 4 1 13

Percentage 23% 23% 15% 31% 8% 100%

Q06 Option to book directly through the site Responses 2 9 1 0 1 13

Percentage 15% 69% 8% 0% 8% 100%

Q07 Full details of facility Responses 3 4 5 1 0 13

Percentage 23% 31% 38% 8% 0% 100%

Q08 Reviews / Social recommedantions Responses 3 3 1 6 0 13

Percentage 23% 23% 8% 46% 0% 100%

Q09 Rating done by customers Responses 4 5 2 2 0 13

Percentage 31% 38% 15% 15% 0% 100%

Q10 Alert me when a deal opens for certainlocation


Percentage 31% 23% 8% 31% 8% 100%

Q11 Travel inspiration ideas Responses 9 2 0 2 0 13

Percentage 69% 15% 0% 15% 0% 100%

Q12 App and/or full mobile support Responses 2 5 3 2 1 13

Percentage 15% 38% 23% 15% 8% 100%

FEATURE ATTRACTIVE ONE-DIMENSIONAL MUST-HAVE INDIFFERENT REVERSE TOTAL

Kano Analysis Results


The CS-coefficient is an indicative of how strongly a product feature may influence satisfaction or dissatisfaction in its customers. As Sauerwein et al. stated “the customer satisfaction coefficient states whether satisfaction can be increased by meeting a product requirement, or whether fulfilling this product requirement merely prevents the customer from being dissatisfied” (1996, 10).

Formula of satisfaction’s extent:

Formula of dissatisfaction’s extent:

1.2 Customer Satisfaction Coefficient (CS-coefficient)

A + O

A + O+M+I

O + M

(A + O+M+I) x (-1)

How We Calculated The Results

Where A stands for “Attractive” features, O for “One-Dimensional”, M for “Must-Haves”, I for the Indifferent features.

KANO ANALYSIS Results


The results ranges from 0 to 1; the closer the value to 1, the higher the influence on customer satisfaction.

a. A positive CS-Coefficient which approaches Zero signifies that there is very little influence

b. If the CS-Coefficient approaches -1, the influence on customer satisfaction is especially strong if the analysed product feature is not fulfilled

c. A value of Zero signifies that this feature does not cause dissatisfaction if it is not met

d. The third column holds the total average of the Self-Stated Importance Ranking (From 1-10)

O+M SELF-STATEDIMPORTANCE

RANKINGA+O+M+IA+O

A+O+M+I

Option to bid at Cruise and Hotel

DESCRIPTION #

Auctions F01 -0.250 .586 .46

Hotel packages with activitiesF 02 -0.180 .916 .62

Refined search by country, region,continent, travel, interest F03 -0.460 .857 .92

Option to filter results F04 -0.620 .468 .54

Browse by destination themeF 05 -0.420 .506 .92

Option to book directly through the site F06 -0.830 .928 .77

Full details of facilityF 07 -0.690 .549 .46

Reviews / Social recommedantions F08 -0.310 .467 .62

Rating done by customersF 09 -0.540 .698 .62

Alert me when a deal opens for certainlocation F10 -0.330 .587 .00

Travel inspiration ideas F11 -0.150 .857 .62

App and/or full mobile supportF 12 -0.670 .588 .31

How We Calculated The Results



The Y-axis accounts for the satisfaction coefficient if the feature IS included on the website~ The X-axis accounts for the dissatisfaction coefficient if the feature is NOT included on the website~ The size of the dot express how important that feature appears to be to the users (see Self-Stated Importance Ranking above.)~ Depending on what quadrant each feature falls they are labeled as One-Dimensional (Upper left), Must-Haves (Bottom left), Attractive (Upper right), Unimportant (Bottom right.) And we learned they will display a steady behavior over time (see Categorization of Results.)

2.1 Satisfaction Coefficient Matrix

Key Insights:Direct Booking is undoubtedly a feature that will build trust among BidAway’s users. The more is refined the more satisfaction will bring as it’s has a One-Dimensional featureFacility Details, Ratings and Full Mobile Version are felt as important, they are key to develop the perception of a quality serviceTravel Inspiration and Packages are non-expected attributes therefore they are attractive as perceived as noveltyRefined Search is relatively important as well. It could be a great market differentiator for BidAway and also a perceived quality enhancer

ONE-DIMENSIONAL ATTRACTIVE

UNIMPORTANTMUST-HAVES

-0.25-0.50

DISSATISFACTION IF NOT INCLUDED

DEALS

SEARCH

DISPLAYSATI

SFA

CTIO

N IF

INC

LUD

ED

-0.75-1.00 0.00

0.25

0.50

0.75

1.00

F6F3

F9

F10 F1

F2

F7

F11

F5F8F4

F12

F1 Bid at AuctionsF2 PackagesF6 Direct BookingF10 Deal Alerts

F3 Refined SearchF4 Filter ResultsF5 Browse by ThemeF11 Travel Inspiration

F7 Facility DetailsF8 Social ReviewsF9 RatingsF12 Full Mobile Version

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Kano Analysis allowed us to visualize the results in many ways, so we could be analyze the issue from different angles and provide recommendations to BidAway.

Global Results



To broaden the insights of Kano we stack ranked the results having the dissatisfaction coefficient on the left and the satisfaction coefficient on the right; then we put the features with greater dissatisfaction potential at the top.

This chart shows a clear path to start making decisions based on what features causes more dissatisfaction among users. Fixing the broken windows first it's a great way to start tackling BidAway’s underachievements.

2.2 Satisfaction Potential Double Rank Visualization

Key Insights:Travel Inspiration and Packages cause very little dissatisfaction if it’s not present on BidAway but it will increase dramatically the satisfaction potential if it’s present.Giving users the opportunity to do a Refined Search and Browse by Theme will cause significant satisfaction but if it’s not there it won’t disappoint.There is also a good opportunity cost when improving the option to Bid at Auctions, Social Reviews and Deal Alerts

SATISFACTION IF INCLUDEDDISSATISFACTION IF NOT INCLUDED

Travel InspirationF11-0.15 0.85

Full Mobile VersionF12-0.67 0.58

Bid at AuctionsF1-0.25 0.58

PackagesF2-0.18 0.91

Refined SearchF3-0.46 0.85

Filter ResultsF4-0.62 0.46

Browse by ThemeF5-0.42 0.50

Direct BookingF6-0.83 0.92

Facility DetailsF7-0.69 0.54

Social ReviewsF8-0.31 0.46

RatingsF9-0.54 0.69

Deal AlertsF10-0.33 0.58

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Global Results



The concept of categorizing users by their rate of innovation adoption is important because it shows that all features go through a natural, predictable, and sometimes lengthy process before becoming widely adopted within a population.

For BidAway we made subgroups depending on how they reacted to our pivotal question:

We asked the users how would you feel about having the opportunity to bid at Auctions, whether present on the site or not. That was the core feature of our study.

The resulting categories are:

User Subgroups Results


EarlyAdopters

LateAdopters

NonAdopters


Key Insights:Users perceived to be Attractive features the Packages, Refine Search and Travel Inspiration, this is because they want information to be presented in a concise way, this busy people won’t spend too much time digesting information that is long and not organized

• Users are ready to use the core feature.• They request and expect One-Dimensional and Must-Have features. • They might travel often, more than once a year.

3.1.1 Satisfaction Coefficient Matrix

They found to be One-Dimensional features the Direct Booking, Facility Details, Bid at Auctions and Ratings, the reason behind this perception is they demand things to be done quickly, so when they’re evaluating the quality of a hotel they will only scan the key information. Further more they don’t like the idea of being redirected to a third party to complete the booking process



-0.25-0.50


DEALS

SEARCH

DISPLAYSATI

SFA

CTIO

N IF

INC

LUD

ED

-0.75-1.00 0.00

0.25

0.50

0.75

1.00F6

F3

F9

F10

F2

F7

F11

F5

F4

F12




F1

F8

u v


Early Adopters


Key Insights:Packages, Travel Inspiration and Refined Search causes very little dissatisfaction if they’re not present but increases dramatically increases the chances of having a delightful experience.The full display of Facility Details causes a high rate of dissatisfaction if not present while the potential of satisfaction is not outstanding, this clearly shows how important it is for them.

3.1.2 Satisfaction Potential Double Rank Visualization

The linear relationship between satisfaction and dissatisfaction potential for Social Reviews, Filter Results, Browse by Theme and Deal Alerts demonstrates how little time they plan to spend on a site doing research.


Bid at AuctionsF1-0.75 0.75

PackagesF2-0.33 1.00

Refined SearchF3-025 1.00

Filter ResultsF4-0.50 0.50

Browse by ThemeF5-0.25 0.25

Direct BookingF6-1.00 1.00

Facility DetailsF7-1.00 0.75

Social ReviewsF8-0.25 0.25

RatingsF9-0.75 1.00

Deal AlertsF10-0.67 0.67

Travel InspirationF11-0.25 1.00

Full Mobile SupportF120.00 0.33

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v

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KANO ANALYSIS: RESULTS User Subgroups Results

Early Adopters


Key Insights:Users perceived as Must Haves features Filter Results and Facility Details as they don’t travel often they want to be sure they make the right decision, thus they want information to be presented neatly organizedThe One-Dimensional for them are Full Mobile Version and Direct Booking, these features are related to how the website works, they need to trust the site in order to make up their minds

• Users find the core feature attractive and unexpected• They'll use it when everybody else does, once its popular and easier to use• They might travel only once a year

3.2.1. Satisfaction Coefficient Matrix

These users don’t expect these features Travel Inspiration, Bid at Auctions and Packages, they perceive them to be attractive and they’ll use when they gain more popularity in the market



-0.25-0.50


DEALS

SEARCH

DISPLAYSATI

SFAC

TIO

N IF

INC

LUD

ED

-0.75-1.00 0.00

0.25

0.50

0.75

1.00

0

MU

-1.00

F6

F3F9

F10

F2 F1

F7

F11F5

F8

F4

F12




Late Adopters

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v

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Key Insights:BidAway can’t expect late adopter users to be satisfied if they include the ability to Filter Results, instead they will be deeply dissatisfied if they don’t find this feature on the siteWe can see how these two features: Full Mobile support and Direct Booking have a somewhat linear relationship between satisfaction and dissatisfaction


Users won’t be disappointed if Deal Alerts, Bid at Auctions and Travel Inspiration are not present on BidAway’s website, but they will be greatly pleased if they find them there


-1.00 0.75Full Mobile SupportF12

-0.50 0.50Refined SearchF3

-0.25 0.75Deal AlertsF10

0.00 0.75Travel InspirationF11

-0.67 1.00Direct BookingF6

-1.00 0.00Filter ResultsF4

-0.75 0.25Facility DetailsF7

0.00 1.00Bid at AuctionsF1

-0.33 1.00PackagesF2

-0.75 0.50RatingsF9

-0.50 0.75Browse by ThemeF5

-0.25 0.50Social ReviewsF8

Late Adopters

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v

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Key Insights:These users need more work in order to attract them into what BidAway’s offers, therefore they need to trust the main site capabilities: Direct Booking and Full Mobile Version

• Users will not use the core feature anytime soon• They might don’t travel often, once every two years

3.3.1 Satisfaction Coefficient Matrix

These users don’t expect Travel Inspiration, Packages and Facility Details to be present when they’re doing research for their next vacation time but they might use them for they find them to be Attractive


-0.80 0.60

-0.60 1.00

-0.20 0.40

-0.20 0.80

-0.80 0.80

-0.40 0.80

-0.40 0.60

0.00 0.00

0.00 0.80

-0.20 0.60

-0.50 0.50

-0.40 0.60

Full Mobile SupportF12

Refined SearchF3

Deal AlertsF10

Travel InspirationF11

Direct BookingF6

Filter ResultsF4

Facility DetailsF7

Bid at AuctionsF1

PackagesF2

RatingsF9

Browse by ThemF5

Social ReviewsF8

Non Adopters

u v



Key Insights:These users are not ready yet to go through BidAway’s auction process. They’re not interested or disturbed at all, if present or notThey are not expecting Packages to be present in their vacation research but they could cause great deal of satisfaction if present. BidAway could make this option more appealing to them in order to have them on board


Ratings, Deal Alerts and Travel Inspiration won’t disappoint if not present but if they’re provided by BidAway they will trigger satisfaction



-0.25-0.50


DEALS

SEARCH

DISPLAYSATI

SFA

CTIO

N IF

INC

LUD

ED

-0.75-1.00 0.00

0.25

0.50

0.75

1.00

F6

F3

F9

F10

F1

F2

F7

F11

F5F8

F4

NAL

F12




Non Adopters

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v



Packages and Direct Booking: These features already exist on BidAway, therefore our recommendations are to keep improving these for they’re both market differentiators and trust-builders.

Travel Inspiration: This feature is currently not supported by BidAway but it’s present on some competitor’s site (such as: TripAdvisor, Booking). During our research we found this capability was always perceived as attractive, not expected but well received if present.

As we dove deeper into our findings we realized some pattern began to emerge. As we established before, performing a Kano Analysis won’t provide a final definitive result. Instead clears the path for better decision-making.

The following table summarizes the main concern for each subgroup of users and what they have in common.

This is great business opportunity for BidAway. It’s an effective way to increase customer’s base by persuading them with attractive and convenient information.

Summary of the main concerns of each subgroup of users and what they have in common

Recommendations

1. Emerging Patterns


During our visioning stage we decided to create a visual mock-up for the feature users found most attractive during research, taking as reference the very same paper prototype we used in the interviews.

Wireframe

A New Feature: Travel Inspiration

RECOMMENDATIONS A New Feature: Travel Inspiration

2.1 Wireframe


Design Proposal




The functionality it’s straightforward. What You Like: You present the users several activities to do during vacation, then the users will select one or more depending on their personal taste

Where You want to Go: Then you present the users several destination options and have them choose their preference

Inspire Me button: Click to activate the search.BidAway then will display the available offers for that particular combination of choices

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Get rid of assumptions: By going through this quantitative research method with BidAway we were able to get rid of assumptions regarding how users feel about the features we evaluated

Distribute budget, time and resources: The results we got are not final in the sense they’re not a recipe to follow, they’re more an orientation for the decision-making for the next BidAway’s design iteration. It is up to stakeholders to decide the next moves based on the information we presented. Every project has its own needs, restrictions and set of design-development resources available

Statistical confidence: The results we present on this report are data-driven insights validated with statistical confidence. They disclose the level of satisfaction a feature would trigger among users. This quantitative framework can guide the next BidAway’s marketing strategy

Communicate ROI: The generated data are powerful tool to communicate and evaluate the Return of Investment (in terms of user satisfaction) of improving existing features

Expand BidAway’s capabilities: The next step would be for BidAway's team to settle arguments for the next iteration design as to what features to include based only on what users demandand expect

Final Recommendations

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y

Conclusions


Sauerwein, Elmar, Franz Bailom, Kurt Matzler, and Hans H. Hinterhuber Lewis A. 1996. The Kano Model: How to Delight Your Customers. International Working Seminar on Production Economics, Preprints Volume I of the IX, pp. 313 -327.

References


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UX Clinic Kano Analysis - Nearsoft · PDF fileUX Clinic. Kano Analysis. ... Satisfaction Coefficient Matrix 2.3. ... Priceline. Fodors Agoda. Orbitz Booking. Trip Advisor Expedia